AEGEE-EUROPE VISUAL IDENTITY MANUAL

version 1.0 12th May 2013 compiled by cbussar

TABLE OF CONTENTS 2 Table of Contents 3 Safe Space & Minimum Size 4 Customisable Area 5 Name of the Association 6 Logo Proportions 7 Definition of Design Elements 8 Definition of Design Elements 9 Definition of the Primary Colour 10 Definition of Supporting Colours 11 Grey Levels 12 Working with Colors 13 Working with the Logo 14 Definition of Fonts 15 Examples 17 Checklist for Designs Association des États Généraux des Etudiants de l’Europe

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SAFE SPACE & MINIMUM SIZE In order to have AEGEE recognised clearly in all the marketing materials, it is essential to use the AEGEE logo with a surrounding safespace. This allows the clear distinction between the logo and other elements around it.

The area around the AEGEE Logo must be preserved to ensure the maximum legibility. No elements such as typography, other logos, graphics or photos may intrude into this safe-area, unless it is used as a light background element. Additionally, placing the logo too close to a cut or folded edge may result in a distortion of the logo. The minimum size for any print application is 1.5 cm for the the width of the safespace box.

X

X

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CUSTOMISABLE AREA The logo of the association was accepted at Agora Bonn in 1990. The logo of AEGEE-Europe should only be used by the Comité Directeur, projects of AEGEE-Europe as well as committees and commissions of AEGEE Europe. Antennae use their own logo with the “Europe” replaced by the name of their city for all activities.

marked in the illustration on the right. The customisable area is confined by the logo dimensions (red lines), and shall not exceed the marked area. The colour should always be the same as the rest of the logo to keep the monochrome character of the logo. The object should represent a typical local indicator, such as a building, fountain, product, or cultural habit.

To present the visual image of AEGEE coherently, no further changes to the logo are allowed, except for the following:

The chosen graphical element should be approved by the Comité Directeur, and afterwards should be used consistently in all appearances of the logo. Reasons for rejection could be e.g. inappropriate objects, violation of dimensions, poor quality drawings. In the latter cases a revision is advised.

Antennae are allowed to add one graphical element in the blue area

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NAME OF THE ASSOCIATION When creating materials used for external communication, the name of the association, European Students’ Forum, should be clearly visible, either in English or the local language. The name should not be included into the logo, but stay seperated respecting the safe-space around the logo, as presented in this manual. The correct abbreviation of the association ‘s name is written with a dash (-) withouth spaces in the following way: AEGEE-Europe or AEGEE-Localname Examples:

European Students’ Forum Association des États Généraux des Etudiants de l’Europe European Students’ Forum Dé Europese Studentenvereniging Europejskie Forum Studentów Europäisches Studierendenforum Avrupa Öğrencileri Forumu Forum degli Studenti Europei Європейський форум студентів Κίνηση φοιτητών για την Ένωση της Ευρώπης Európai Hallgatók Hálózatának Egyesülete Asocio de ĝeneralaj statoj de eŭropaj studentoj Evropské fórum studentů Foro Europeo de Estudiantes

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LOGO PROPORTIONS The AEGEE logo can not be used without the name of the local or “Europe” in case of a reference to AEGEE-Europe. The main and official logo of AEGEE has a horizontal shape and is symbolizing a key, the Key to Europe.

The logo is supplied by the Secretary General of AEGEE-Europe to the locals. The shape of the map in the logo is a circle, therefore the propotions of the logo should not be changed and remains as displayed below:

The name of the local has to be placed below the name of AEGEE and has to be aligned to the right edge of the last letter in the word “AEGEE”. Also the name of the local should be written with the Helvetica font type.

4y

Ratio x/y: 6/7

y x

8x Association des États Généraux des Etudiants de l’Europe

VISUAL IDENTITY MANUAL

Logo ratio: 12/7

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DEFINITION OF DESIGN ELEMENTS

Background Network

Map of Europe

To underline the structure of the association as a network of individuals and groups, we present this symbol for a network as application for backgrounds.

The map represents our geographical origin. The map can be used in the following configurations:

The background pattern shall be used as stylistic element of design. It has multiple purposes .

» Outlined map » Single coloured map » Map with marked AEGEElocals

It can be used e.g. as structure on plain color areas, where it should be used in the according dark accent colour as explained later.

Maps with national borders should not be used.

A bar of this pattern can be used as a seperator to divide different parts of a document.

The Background Network can also used behind the logo within the safe-space in very light tint if the contrast is sufficient.

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VISUAL IDENTITY MANUAL

Background Pattern

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DEFINITION OF DESIGN ELEMENTS

The A - Letter The First A of the association’s name from the logo can be used as a single element for design purposes. It contains a star in the inside which is opaque.

Support Colour Line The arrangement of the standard support colours can be used as a horizontal or vertical design element. The application is in colour accents on presentations or on the cover page of multipaged documents. The order of colours should not be changed starting with red on the left. When printed vertical, the red colour is at the bottom. It can be printed in greyscale on cheap printers.

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VISUAL IDENTITY MANUAL

Logo The Logo itself can be used as a design element. The use in background applications as design element is only allowed, if the logo is presented in smaller scale and proper colour. For use in backgrounds a lighter tint is suggested. A good contrast is mandatory at all times.

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DEFINITION OF THE PRIMARY COLOUR All colours in this manual are defined by the Pantone® Colour and the according CMYK, RGB and HEX codes.

Pantone: CMYK: RGB: HEX:

7455 PC 90-60-0-0 20-104-197 1468b3

Pantone: CMYK: RGB: HEX:

7450 PC 23-12-0-0 206-214-238 ced6ee

Light Blue

Pantone: CMYK: RGB: HEX:

294 PC 100-68-7-28 32-67-121 204379

Dark Blue

BLUE-STANDARD

Blue Standard is the one primary colour of the association. The logo should only be presented in this one colour on light backgrounds. For the use on dark backgrounds, white or the bright blue accent

colour is possible. At all times a good contrast has to be provided, therefore no effects shall be applied to the logo.

Accent Colours: For every colour you find a light and a dark accent colour defined. The use of the light colour is intended for background applications or background design elements, whereas the dark colour can be used in headlines or accent objects such as lines or dots.

Whenever text is used above background objects, use white text on dark objects. The text on light coloured objects should be in dark grey as defined later or a defined darker colour with good contrast.

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DEFINITION OF SUPPORTING COLOURS Light Accent Pantone

176 PC

365 PC

2365 PC

127 PC

CMYK

0-34-18-0

22-0-36-0

3-29-0-0

0-5-57-0

RGB

232-189-190

216-228-185

231-200-222

252-235-141

HEX

e8bdbe

d8e4b9

e7c8de

fceb8d

Pantone

Warm Red PC

375 PC

2405 PC

130 PC

CMYK

0-86-80-0

47-0-94-0

38-100-0-0

0-30-100-0

RGB

201-65-55

168-195-66

145-27-125

234-184-24

HEX

c94137

a8c342

911b7d

eab818

Pantone

1805 PC

364 PC

242 PC

152 PC

CMYK

5-96-76-21

73-9-94-39

31-100-9-44

0-62-100-0

RGB

159-36-47

79-117-54

105-17-80

212-120-28

HEX

9f242f

4f7536

691150

d4781c

Standard

Dark Accent

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GREY LEVELS Pure black should be avoided for text applications. By using specific grey levels, it is possible to create a smoother look of texts on light or dark backgrounds Here we define 3 standard levels of grey, where the first two are for standard use, while the intermediate level can be adjusted to the designers needs, but not exceed the given interval of [15,90] % black.

Pantone: CMYK: RGB: HEX:

447 PC 52-32-30-76 56-62-66 383e42

As defined before, there should always be the biggest achievable contrast between content and design elements, backgrounds or other objects. Therefore on dark backgrounds, bright text colour is applied. Wheras for all bright backgrounds from the light palette or white, the standard text colours should be applied. In applications with only black & white (e.g. copy or b/w printer) it is advised to use full black rather than grey to ensure the best possible contrast. Also on textiles full black is a possible option as basic colour.

Used for: text applications on light backgrounds

Pantone: CMYK: RGB: HEX:

Cool Gray 2 5-3-4-8 230-230-230 e6e6e6

Used for:

background applications or on dark backgrounds

Pantone: CMYK: RGB: HEX:

421 PC 12-8-9-21 193-194-193 c1c2c1

Intermediate level (33% black)

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WORKING WITH COLORS

TEXT on colour

TEXT on colour

TEXT on colour

TEXT on colour

TEXT on colour

TEXT on colour

TEXT on colour

TEXT on colour

TEXT on colour

TEXT on colour

TEXT on colour

TEXT on colour

TEXT on colour

TEXT on colour

TEXT on colour

The palette of colours is not mandatory. The colours are chosen to give designers a guide through the full rainbow of colours and suggests a suitable combination of light and dark colours which work well together.

Apart from using the colours from one set, they can also be applied across the sets. Here only some suggestions are given as example.

Whenever colours are applied keep in mind the maximum contrast for the content you want to present between text, design elements and backgrounds. (Therefore the yellow set shall not be used together)

Working colour profiles (can be adjusted for printing purposes): RGB: Adobe RGB (1998) CMYK: Coated FOGRA39(ISO 12647-2:2004)

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WORKING WITH THE LOGO Correct application of the logo on bright and dark backgrounds.

Standard blue on white background or light colour.

White logo on standard blue backgound.

Standard blue on light picture background, no disturbance.

White logo on plain colour backgrounds

Black logo on any light White logo on black background. Used in b/w backgrounds. Used in applications. b/w applications

Unacceptable use of the logo

Logo in another colour than defined

Stroke around the logo in any

under primary colour.

colour.

White logo on bright backgrounds.

Changed arrangement of logo elements.

Gradients of any kind applied to

Colourful stars.

the logo.

AEGEE

Changed logo proportions.

Removed Stars

Unaccepted symbol in customizable

Changed font in the logo.

Logo without the map of Europe.

Rotation of the stars.

area.

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DEFINITION OF FONTS The fonts which are presented can easily be downloaded, because they are published under the Apache License and are free of charge. The chosen fonts contain not only latin letters, but also different glyph sets like Greek, Cyrillic, etc. which are needed in different parts of the AEGEE Network.

Open Sans

SCREEN APPLICATION

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Droid Serif

PRINT APPLICATION

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

DejaVu Serif

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

A AA

Serifs are small textural applications on the edges of the letters; their origin is the portation from handwriting to typewriter letters.

serifs

In most cases sans serif fonts will be used. This is always the case in header or sub-Headers. Serif fonts are used for long body text parts and are mostly used in letters or formal, printed documents. Not every font is suitable for screen and print use the same way, that is why here two different serif fonts are presented.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Open Sans

The presented fonts contain different styles like Condensed, Light, and Semibold which should be used as additional design attribute.

In some cases a replacement with standard system fonts might be neccessary, but should be avoided.

System Font Substitution (if necessary) Arial (Sans Serif)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Georgia (Serif)

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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EXAMPLES

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CHECKLIST FOR DESIGNS √√ √√ √√ √√ √√ √√ √√ √√ √√ √√ √√ √√

Logo present and in adequate size Logo in correct colour, monochrome Logo respecting safe-zone Logo in good contrast with background The name of the association is present if material is intended for external purposes Background elements do not interfere with the information presented Fonts are according to the guidelines Text is not coloured in plain black, but according to the text colours Pictures are in high resulution and nothing important is cut off Pictures have correct copyright statement Document has correct colour space according to print destination (CMYK, RGB, etc.) Check for spelling mistakes

This manual was developed by the Public Relations Committee of AEGEE-Europe. In case of questions or feedback please contact [email protected] or visit wg.aegee.org/prc for further information. Association des États Généraux des Etudiants de l’Europe

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